Digital Doppelgangers

Fashion giant H&M is venturing into the world of AI, announcing plans to create digital "twins" of 30 models for use in its advertising and social media campaigns. This move, while touted by the company as a way to explore new creative avenues, has ignited a fierce debate within the fashion industry, raising concerns about job displacement and the ethical implications of AI-generated content.

H&M's chief creative officer, Jörgen Andersson, stated the company's aim is to "embrace the benefits of new technology" while maintaining a "human-centric approach." However, the announcement has been met with skepticism and criticism, with some fearing it could lead to a reduction in opportunities for human models, photographers, and other creative professionals.

Influencers have jumped on social media to slam the idea and labeling the move as "shameful".

How it Works:

H&M is collaborating with Swedish tech firm Uncut to create AI-powered digital replicas of its models. The company assures that models will retain rights over their digital likenesses and be compensated for their use, similar to current arrangements. Watermarks and clear labeling will also be used to indicate AI-generated content, adhering to platform guidelines.

Ethical and Industry Concerns:

• Job Displacement: The most prominent concern is the potential for AI to replace human models and other creative professionals, leading to job losses and a shift in the industry's landscape.
• Worker Rights: Trade unions, like Equity, are calling for stronger legal protections and fair contracts for models, emphasizing the importance of control over their likeness and fair compensation.
• Consent and Ownership: The debate raises questions about consent, ownership, and the ethical use of digital replicas, particularly in the context of AI-generated content.
• Transparency: The importance of clear labeling and transparency is paramount, ensuring that consumers are aware when they are viewing AI-generated content.
• Unfair Contracts: There are fears that models are being forced to sign contracts that take away their rights to ownership and fair compensation.

That said, there is a wider trend within the fashion industry… with companies like Hugo Boss and Levi Strauss & Co also experimenting with generative AI for product imagery. While some, like Levi's, initially touted AI as a way to increase diversity, they later clarified that it would not replace human models entirely.

The Model's Perspective:
While some models see AI twins as a way to increase their work opportunities and reduce travel, others express concerns about the potential for exploitation and the erosion of their rights.

The Future of Fashion:
The use of AI in fashion is likely to continue to evolve, raising complex questions about the future of the industry. As technology advances, it is crucial to establish ethical guidelines and legal frameworks that protect the rights of creative professionals and ensure transparency for consumers.

Ep313

Image created by AI